Alex Cooper's Unwell Beverage Brand Reportedly Ceases Operations
The brand, launched in 2025, is said to be winding down after its upcoming Halloween release, with Target no longer stocking new products.
Alex Cooper's beverage company, Unwell, is reportedly ceasing operations after approximately one year in business. According to a Bloomberg report, the brand will stop selling its drinks following an upcoming Halloween-themed release.
Target, Unwell's primary distributor, will not be adding new products to its shelves after the current supply sells out. Representatives for Cooper and Unwell have not publicly commented on the reports, and attempts by the Daily Mail to reach out for comment were not immediately successful.
Cooper, 31, co-founded Unwell in 2025 in partnership with Nestlé USA. Initially launched as Unwell Hydration, the brand offered a line of drinks containing electrolytes, vitamins, and caffeine. It later expanded to include protein and energy drinks.
Cooper has previously stated that she was inspired to create the brand after observing that many hydration beverages on the market were marketed towards men. In a 2024 New York Times DealBook Summit appearance, she noted that packaging and marketing often focused on high performance and catered to a male demographic. She also expressed a desire to create a beverage that offered more than just hydration and tasted good, citing her own experiences with exhaustion and unappealing drink options during her 2024 "Unwell Tour."
Unwell Beverage is a subsidiary of Unwell Network, a media and lifestyle company launched by Cooper and her husband, Matt Kaplan, in August 2023. The brand gained attention in April amid reports detailing accusations of alleged staff mistreatment by Kaplan. Cooper addressed these controversies at the time, stating that building a startup involves growth and that she was proud of what had been built at Unwell. She suggested that some reports were not entirely accurate and implied a "smear campaign."
Despite these reports, Unwell recently received an undisclosed investment from Hollywood executive Patrick Whitesell, who reportedly valued the business at $500 million, according to Variety.